As an e-commerce business owner, you understand the importance of conversion rates. Your conversion rate is the percentage of visitors to your website that carry out a desired action, such as purchasing a product or filling in a form. Improving your e-commerce conversion rates is essential for the success of your online business. Here are some of the best tactics and strategies you can use to boost e-commerce conversion rates, along with some examples of successful implementations.
Optimize Product Pages
Your product pages are where customers are likely to make the decision whether to purchase or not. Optimize them by including high-quality product images, detailed product descriptions, customer reviews, and clear calls to action. Make sure that your product pages are quick to load, easy to navigate and look great on mobile.
Example: Glossier
Glossier is a skincare and beauty brand with a clean, minimalist design on their product pages. The focus is squarely on the product itself, with high-quality images from different angles along with user-generated content. Glossier also includes a very detailed description of the product and its ingredients, along with reviews and ratings from other customers.
Offer Free Shipping
Free shipping is a powerful incentive for customers to make a purchase. According to surveys, almost 90% of customers say that being offered free shipping would make them more likely to shop online. Consider offering free shipping for a limited time, to members, or on orders above a certain amount to encourage customers to complete their purchase.
Example: Walmart
Walmart is one of the largest retailers in the world, offering a wide range of products available to purchase online from electronics to groceries. They also offer free two-day shipping on eligible items when you purchase over a certain amount, or members get free shipping with no order minimum. Plus, Walmart also offers free store pick-up for many of their items, allowing customers to order online and pick it up at their local store for free.
Use Social Proof
Social proof is the idea that customers are more likely to purchase something when they see that others have done so already, and it was a good experience for them. You can use customer reviews, ratings, and testimonials on your website to provide social proof and build trust with customers.
Example: Amazon
The largest retailer in the world, Amazon, uses social proof with excellent results. They feature customer ratings and reviews on product pages quite prominently and make it easy for customers to leave a review, including reviews with videos or photos, after purchasing a product. They also use customer reviews to improve product recommendations and search results, which further increases conversion rates.
Implement Abandoned Cart Emails
Abandoned cart emails are email messages that are automatically sent when a shopper adds an item to their cart but leaves the website without making the purchase. These emails serve the purpose of reminding shoppers about the items they have left behind and encourage them to go back and complete the purchase. Abandoned cart emails can be one of the best ways to increase conversion rates and recover lost sales.
Example: Sephora
Sephora is a retailer specializing in makeup, skincare, and beauty products. They use abandoned cart emails to remind customers of the items left in their cart and to encourage them to make their purchase. Their abandoned cart emails feature a sense of urgency and scarcity by reminding customers that the items in their cart are in high demand, so might not be available forever. The emails also offer personalized product recommendations and free samples to encourage customers to complete their purchase.
Improving your e-commerce conversion rate is one of the best things you can do for the success of your business. By implementing these tactics, you can drive more sales and revenue. These tactics have been successfully used by a range of businesses and can easily be tailored to fit the needs of any e-commerce business.